With all of the focus on streaming, CTV and addressable now, executives at these leading companies say that the industry needs to fashion a holistic approach that best employs the differing strengths of linear TV and advanced platforms.
Leveraging the company's SVOD and AVOD assets, and expanding advanced advertising partnerships, are linchpins in the core strategy of growing revenue by deploying content from all of the newly merged company's units across all platforms.
Roku's devices still heavily dominate, with 59% of programmatic ad share in this growing arena, but Amazon, driven by Fire TV, captured 19% last year, according to a new report from Pixalate.
Ad fraud in the CTV environment has grown along with ad spend, as in other emerging digital ad environments. An ad-fraud prevention expert lays out concrete steps that media buyers, marketers and platforms can take to protect advertising investments and revenue growth during as this promising channel continues to take shape.